The Impact of Social Marketing Strategies on the Information Seeking Behaviors of College Students.

The article focuses on the effect of social marketing strategies on the behaviors of college students within academic libraries. A review of literature on the motivation and behavior seeking habits of young adults is provided along with a brief analysis of the current instructional practices being used in higher education. Emphasis is placed on various social marketing tools including customer and competitor assessment, market segmentation, identification of target behaviors, and the design and delivery of intervention techniques to alter those behaviors.